3rd Party Ad Server Benefits
                     3rd Party Ad Server Benefits
Yash Kumar
Writes for search-marketing.in, 
provides information on 
Digital marketing in india to improve 
Digital marketing strategies.
The 3rd party ad server functions as a web server used for hosting ads. It 
can be used by the publisher for delivering the adverts directly on 
mobiles and websites. These 3rd party ad servers make it possible for 
publishers to manage their ad campaigns and optimize the entire process 
effectively while hosting the adverts in them.
The main customers of the third-party ad servers are advertisers, 
publishers, and media agencies. Customers must pay for using the 
services provided by the 3rd party ad server on a per-month basis.
ad server solutions
Mainly two different functions are addressed by third-party ad servers- 
ad reporting and campaign management. These servers provide 
sufficient flexibility to users deciding on the permissions and roles every 
publisher can have and the separate access granted to them.
Here is a look at some of the benefits of working with the 3rd party ad 
servers.
•Auditing and transparency of the adverts
•One of the things you need to do to ensure the success of your ad 
campaigns is to track their performance regularly. The quality and level of 
advert inventories are to be properly tracked before you can go ahead and 
carry out any optimization. If you do not use a third-party ad server, you 
can never really audit the inventory you obtain from the traffic sources. The 
ad server can provide complete transparency at every step of the way and 
offer you reports on the ad metrics. 
•It means that you can have a detailed understanding of the ad inventory 
and get all details on the viewability of the ads. It can help you make the 
much-needed adjustments by whitelisting the performing inventories, and 
blacklisting and non-viewable inventories. You can also use the reports 
generated from the ad server to ensure the accountability of the traffic 
sources or the publishers.
Using a single dashboard for managing the adverts
•For most media buying campaigns, you will need direct buys into 
multiple publishers. It will make you depend on the ad operating team of 
the publishers for handling your campaign. However, this means that 
when you work with multiple publishers, you may face some serious 
problems while working with multiple publishers. On the other hand, 
when you have an ad server, it can help you track the ads and their 
performance for every publisher while having one single dashboard to 
manage them all. It can help you compare results obtained from varying 
traffic sources and perform all the necessary optimization tasks.
Fast reporting to help in optimization
•The reporting methods vary from one publisher to another, and in many 
cases, you may even get these reports at a later stage. This can make it 
difficult for you to optimize your campaigns to hit the KPIs, and thus can lead 
you to lose on your ad budgets. On the other hand, the ad servers can track ad 
performance and enable you to learn about your campaign’s performance in 
almost real-time.
About Search-marketing 
Search-marketing.in website is a useful resource which caters to 
micro businesses on developments in digital marketing in India. It 
provides information on digital marketing strategies and helps Indian 
micro businesses to establish strong online presence and to leverage 
the Internet for business performance and growth.
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